Mr. Kevin McPartlan:

As I said, we want a debate based on evidence rather than emotion. Really detailed research has been undertaken into the most effective interventions for obesity and number one is portion size, which is a combination of deciding how much one puts on one's plate and if one buys an ice cream for dessert, what is on the end of the stick. Reformulation is the most significant impact the industry can have and we have total control over that with huge investment going into it. The cost of a new line for a product, or to produce a variant of an existing product such as one with reduced fat, salt or sugar, is huge in terms of time and money, involving millions of euro per product.